Home  › Media › Media Buying

Almondnet Spins Off Data Company

  |  July 13, 2011   |  Comments

Datonics will sell behavioral data to DSPs and networks.

Ad targeting company Almondnet has spun off its data division into a stand-alone company called Datonics, through which it will sell behavioral data to help advertisers target ad buys through third party platforms such as networks and DSPs. It's one of a number of ad networks that have diversified their offerings in response to the rise of exchange-traded media bought through agency trading desks.

"The growth of the online data market, and the growth of Datonics in particular, warranted the spin-off of Datonics as a stand-alone business entity," the new company's CEO Michael Benedek told ClickZ.

At launch Datonics' data will be integrated with DSP provider Turn, and ad network and audience segmentation company interclick, which will have access to the company's purchase intent, life-stage, and demographic information.

AlmondNet CEO Roy Shkedi suggested the spin-off is a reflection of the changing online media landscape, as media buyers increasingly acquire inventory from ad exchanges and other real-time sources such as supply-side platforms. "It's a testament to the growing need for data sources within digital advertising. As this industry evolves, intelligence is increasingly…vital to online marketing success," he commented in a press release.

To capitalize on that thirst for data, firms on both the buy and sell-side of the industry are building out their data capabilities. Late last month WPP rolled all of its data-driven media buying operations into one offering, dubbed Xaxis, which will house all of its clients' data in a centralized "data warehouse."

Meanwhile, Google is also rumored to be developing its own data marketplace, into which publishers and third party providers such as Datonics could potentially tip their audience data for advertisers to acquire on a bidded basis.

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...